ISBM at the Penn State Smeal College of Business – Academic Institute supporting B2B Research. Switch to the ISBM-Corporate website.
As B2B marketers forecast how they will spend their allotted resources in 2023, a recent survey revealed similarities and areas of divergence.
In determining areas of focus for 2023, B2B marketers should emphasize increased digitization of processes.
In interfirm relationships, the identity orientation of each party can impact what type of governance is the most effective.
With uncertainty surrounding future economic conditions, forward-looking B2B firms may need to become even more customer-focused.
Although trade credits are commonplace, recent research suggests that their impact may be asymmetric for those who receive as opposed to provide them.
To weather economic downturns, B2B sales leaders must focus on several key strategic areas.
Although mergers and acquisitions can create value for firms, their potentially negative impact on customer satisfaction requires attention.
Customer satisfaction is a key outcome in the B2B domain, and specifying the essential attributes that comprise it should be a priority for firms.
Avoiding the pitfalls of herd mentality requires firms to be willing to explore potential reactions from multiple stakeholders.
CEOs with prior marketing experience can prove particularly effective at enhancing corporate social performance.
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